Feeding the 40: Understanding and Serving the Gut Health Market - Biotis
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Feeding the 40: Understanding
and Serving the Gut Health Market
An astonishing 40% of consumers suffer from digestive health issues,
including irritable bowel syndrome1 (IBS). The massive number of people
suffering from these issues means that the digestive health market is huge,
and full of opportunities for brand owners.
To help you better understand and serve the gut health
market, FrieslandCampina Ingredients hosted a special
session at the 2nd Edition of the event Nutritional Health
Solutions for An Evolving World. The session featured:
• Consumers insights:
Mike Hughes, Head of Research, FMCG Gurus
• Science behind a good gut feeling:
Marieke Schoemaker, Ph. D., Senior Nutritionist,
FrieslandCampina
• Opportunities for brands:
Vicky Davies, Global Senior Marketing Director,
FrieslandCampina
If you weren’t able to watch this session, here’s a summary of
the most important insights that will help determine your
strategy to meet the needs of consumers in the digestive
health market.
Feeding the 40: Understanding and Serving the Gut Health Market 1
Consumer Insights:
How Consumers’ Perceptions of Digestive Health are Evolving
Presented by Mike Hughes, Head of Research, FMCG Gurus
The growing prevalence of digestive COVID-19 has also resulted in consumers becoming more
health issues conscious about all aspects of health and wellness,
Over the last few years, digestive health problems are especially as they question their vulnerability to disease
becoming more common for a variety of reasons. and illness.
Some we cannot avoid, like an ageing society, but for As a result, consumers are now stepping back and looking
many, digestive health problems can be impacted by their at what aspects of their life makes them more vulnerable
diet and lifestyles: to disease in the long-term.
45% time scarce
44% problems sleeping
23% unhealthy diet
60% 72%
2018 2020
•4
5% of consumers are time scarce—as a result, they rely
on convenient food which fuels poor diet habits From 2018 – 2020, there has been a 12% (from 60%
• 44% have problems sleeping - 72%) increase in users who say they recognise the link
• 23% of global users describe their diet as unhealthy between good digestive health and good overall health.
Attitudes towards digestive health are Consumers are placing more importance on digestive
changing (and the impact of COVID-19) health than ever before, as they recognise that digestive
Coinciding with the prevalence of digestive health health issues can lead to longer term health problems.
problems becoming more common across the globe, there
has been a decline in confidence over digestive health. This means consumers will be looking to take a proactive
approach to digestive health maintenance as they
Satisfaction towards digestive health is on the decline. understand that diets and lifestyles increase the risk of
56% of consumers were satisfied with their digestive health problems later in life.
health in 2018, but only 50% in 2020.
56% 50%
2018 2020
Feeding the 40: Understanding and Serving the Gut Health Market 2
What steps are consumers taking
to improve digestive health?
By taking diet and lifestyle interventions to address their
digestive health issues, rather than visiting hospitals and
doctors, consumers are taking ownership over their
52% 66%
digestive health.
This will drive demand for products that help aid digestive 2018 2020
health, with consumers wanting functional claims and
ingredients on everyday food and drink products. In 2020, 66% of consumers declare being interested in
digestive health products even when not suffering from
Diets are being modified, and avoidance and moderation problems globally, against 52% in 2018.
of sugar and additives will be just as important as
products with ingredients that offer a health boost beyond What must brands do to take advantage of
nutrition. the opportunity?
With this mind, there are several things that brands need
Over the past 12 months, have you taken any of the to remember when launching new products for the
following steps to address digestive health problems? digestive health market:
Used probiotics/cultures 43% • Health claims on food and drink products should not be
17% over promoted at the expense of sensory appeal
• Products need to be compromise free from a cost,
Changed my diet 43%
convenience and taste perspective so that consumers
21%
can incorporate these kinds of products into their diet in
Exercised more 41%
the long-term
26%
• Claims must be deemed credible and transparent—
consumers will want branded ingredients and scientific
evidence on packaging to support claims
In addition to these diet and lifestyle changes, 19% of
consumers say they have used prebiotics to address their
digestive health over last 12 months. TLDR
• Confidence towards digestive health is on the
What do consumers want? decline—something that can be attributed to
Consumers are interested in functional products that aid demographic factors as well as poor dietary and
the digestive health system. lifestyle choices
• Consumers are now taking a prevention over cure
Overall, they prefer products that support generalist approach to well-being
claims rather than specialist claims. This means that • Consumers are interested in everyday and functional
claims around improving the immune system and digestive products that aid digestive health
system are more appealing than specific claims such as • Consumers are actively changing their diets to
relieving gas. improve digestive health—avoidance and moderation
and positive nutrition is key
And, since consumers are taking a proactive approach to • Ingredient-led claims will become more influential on
digestive health maintenance, they are interested in purchasing habits
products that support digestive health, even if they do not • Claims on products must be credible and transparent
suffer from any specific issues.
All data shown here was collected by FMCG Gurus from and presented at
the FrieslandCampina Ingredients digital event, Nutritional Health
Solutions for an Evolving World by Mike Hughes, Head of Research, FMCG
Gurus.
Feeding the 40: Understanding and Serving the Gut Health Market 3
Science:
How You Can Influence a Good Gut Feeling—Special Focus on IBS
Presented by Marieke Schoemaker Ph. D, Senior Nutritionist, FrieslandCampina
FMCG Gurus research shows the proportion of consumers Pathophysiology of IBS
suffering from IBS complaints on at least an occasional Currently, there is no cure for IBS so the management
basis is on the rise—from 26% in 2018 to 30% in 2020. focus is on the attenuation of symptoms.
IBS is a chronic functional bowel disorder with abnormal There is a complex interplay of several factors underlying
contractions in the gut causing uncomfortable feelings of the pathophysiology of IBS. 3 Increased gut barrier
abdominal pain and altered bowel habits. 2
permeability, immune activation and visceral
hypersensitivity with disturbed gut-brain interactions—all
There are four subtypes with either predominantly influencing gut motility and sensitivity—have been
diarrhea (IBS-D), constipation (IBS-C), both diarrhea and implicated in the pathogenesis of IBS. 3
constipation (IBS-M) or unsubtyped (IBS-U) with neither
constipation nor diarrhea. 2 What we also know is that there is a disturbed gut-brain
axis, and there is a growing body of evidence supporting
the role of the gut microbiota alterations in this process. 3
Functional GI disorders
Pathophysiology
Normal gut-brain axis Disturbed gut-brain axis
Functional microbiota Dysfunctional microbiota
• Intact gastrointestinal lining • Increased permeability
• Controlled inflammation • Immune activation
• Visceral hypersensitivity
• Gastrointestinal comfort • Abdominal pain or discomfort
• Normal transit • Bloating
• Frequent bowel movements • Altered motility
Source: Carco et al., 2020
Feeding the 40: Understanding and Serving the Gut Health Market 4
The importance of a balanced microbiota There is a growing amount of evidence showing that gut
When looking at microbiota in numbers, 95% of our microbiota dysbiosis is a contributing factor in the
microbiota is located in the gastrointestinal (GI) tract. 4
pathogenesis of IBS complaints. 3 This comes from data
Gut microbiota is a dynamic collection of bacteria and published looking into the gut microbiota composition,
other organisms. And, it is thought that 90% of disease showing that it differs in people with IBS and a healthy
can be linked in some way back to the gut and health of person.
the microbiome. 5
In order for our microbiota to perform its functions More studies will be needed to really confirm whether
properly, it must be diverse, balanced and stable. there is a cause or if it is just an effect, but what we know
If you see the term dysbiosis, it means that there is a is:
disruption of the gut microbiota. This can be displayed as: • Depletion of fecal and mucosal bifidobacteria occur in
those suffering from IBS-C and IBS-D6
• The community of fungi or mycobiome is altered and
may be associated with the development of visceral
hypersensitivity7
• There is also a lower abundance of butyrate-producing
bacteria (e.g. Faecalibacterium prausnitzii), particularly
A decline in bacterial An increase in An impoverishment of
species that benefit disease-causing the bacterial species in IBS-D and IBS-M7
health bacteria diversity
Source: The importance of a balanced microbiota. Adapted
from: “Gut Microbiota for health”.
How do changes in microbiota composition • A reduced number of Bifidobacterium with bile salt
and metabolism relate to IBS? hydrolase activity with either an increase in primary bile
In the table below, you can see a summary of changes in acids or a decrease in secondary bile acids negatively
microbiota and metabolites that have been reported3,7,8: impacting stool volume and consistency.
• An increase in Firmicutes and a reduction of bacteria • The relationship between short-chain fatty acids and IBS
involved in hydrogen removal which leads to an increase is inconsistent in literature, but a reduced number of
in hydrogen gas and subsequently a negative effect on butyrate-producing bacteria have been linked to a
abdominal pain and bloating. negative effect on abdominal pain—this is still to be
• A change in the number of methanogenic bacteria with confirmed.
either an increase of methane gas in IBS-C subtype or a
decrease in IBS-D with a negative effect on transit time
and bloating.
Changes
microbiota Abdominal Colonic Stool volume
& metabolites pain motility Bloating & consistency REMARKS
• Increased Firmicutes √ Neg. √ Neg. Hydrogen
• Reduction of bacteria Hydrogen effect effect accumulation linked
involved in hydrogen gas to bloating and
removal abdominal pain
• Change in number of √ Neg. √ Neg. Methane is an
methanogenic bacteria effect transit effect with important mechanism
IBS-C Methane for hydrogen removal;
IBS-D gas time excess
abdominal Hydrogen affects
gas motility
• Reduced number of Primary √ Neg. Impact on bile acids
Bifidobacterium with Secondary effect Relevant for IBS-D
bile salt hydrolase Bile acids
activity
• Reduced number of √ Neg. effect Inconsistency in
butyrate-producing
bacteria ? SCFA via nociceptive
sensory
literature
pathways
Lee et al., 2017; Carco et al., 2020; Chong et al., 2019; James et al., 2020; Sun et al., 2019
Feeding the 40: Understanding and Serving the Gut Health Market 5What factors influence the gut microbiota? Mechanisms of action of prebiotics—
We know that exercise and age, and also antibiotics and potentially relevant to alleviate IBS
stress can influence gut microbiota, but of course also symptoms
nutrition. Let’s zoom into the mechanisms of action of prebiotics
that are relevant for IBS symptoms.
If we look into the dietary management of IBS symptoms,
this centers around influencing gut microbiota dysbiosis.7 We know that there is a decrease in Bifidobacteria of
people suffering from IBS6, and we know that certain
Antibiotics can result in dysbiosis which may put people at prebiotics can induce a bifidogenic effect.
risk of IBS symptoms, as can a diet high in FODMAPS
(fermentable oligosaccharides, disaccharides, We also know that the gut barrier function is hampered in
monosaccharides, and polyols) as this can potentially lead IBS and some prebiotics can strengthen this barrier
to excessive gas production, abdominal pain and function. 3
flatulence. 3
And also through fermentation, metabolites like short-
Certain probiotics and prebiotics, but also fecal chain fatty acids will be produced that may help in
transplantation, can help in gut microbiota homeostasis. supporting alleviation of IBS symptoms.8
Epithelial
cell layer
Quick refresher
What do we mean when we talk about Probiotics, Bifidogenic effect Prebiotics
Decrease of
Prebiotics and Synbiotics? luminal pH
Mineral
SCFA Fermentation
absorption
Ca2+ Strengthen Suppression of
Fe2+ barrier pathogenic
Mg 2+
function bacterial growth
Prebiotics Probiotics Sinbiotics
• FOS • Bifidobacterium • Lactobacillus
• GOS • Lactobacillus + GOS
• Inulin
Galacto-oligosaccharides—prebiotic ingredient
for adult gut health
Prebiotics: Substrates that are selectively utilised by When looking into prebiotics, there is a growing body of
host microorganisms conferring a health benefit 9
evidence on health effects of galacto-oligosaccharides
• Food for beneficial microbes (GOS) for adults suffering from digestive discomfort.
Probiotics: Live microorganisms that when taken in Here is a quick refresher of what GOS are:
sufficient amounts can provide health benefits 10
• A prebiotic ingredient for adult gut health
• Live bacteria that can provide health benefits • There is a mixture of complex sugars of different chain
length like glucose and galactose
Synbiotics: Mixture comprising live micro-organisms • And, they are produced from lactose by an enzymatic
and substrate(s) selectively utilised by microbes, which reaction
confers a health benefit to the host11
• Combination of pre and probiotic conferring
a health benefit
Feeding the 40: Understanding and Serving the Gut Health Market 6Health effects of GOS for adults linked to digestive discomfort
Bifidogenic effect1,2
Enhance gut barrier function1
Increase gut comfort &
Constipation reduction3,4 reduce IBS-symptoms5
1. Krumbeck et al., 2018; 2. Ladirat et al., 2014; 3. Teuri & Korpela,
1998; 4. Sairanen et al., 2007; 5. Wilson et al., 2019
The beneficial role of GOS in IBS complaints
•B
ifidogenic (prebiotic) effect: GOS significantly TLDR
increases Bifidobacterium in the gut which we know is • There is a close association between gut microbiota
decreased in people with IBS. The bifidogenic effect of
6
alterations and IBS complaints around abdominal
GOS has also been found in older adults13, obese pain, bloating and discomfort
adults and IBS patients .
14 15
• Dietary management of IBS symptoms done by
•E
nhance gut barrier function: In a cell-based model influencing gut microbiota dysbiosis
system, GOS has been shown to protect gut epithelial • There is growing awareness of the role of prebiotics
cells from toxin-induced barrier disruption.16 This has in people suffering from IBS with mounting evidence
been confirmed in a clinical study in obese adults . 14
for GOS acting on relevant mechanisms that are
•C
onstipation reduction: In a cross-over study of 14 linked to IBS and alleviating IBS related symptoms
adults, GOS, when applied in a yoghurt for two weeks,
reduced constipation and increased defecation
frequency.17
• I ncrease gut comfort: In a study of 40 adults with
functional GI disorders, GOS and a low FODMAP diet
were tested for 4 weeks. Both showed a beneficial effect
on pain distension and bloating. However, the beneficial
effect on these symptoms of GOS persisted for two
weeks after treatment while the effect of the low
FODMAP diet did not last.18
•R
educe IBS symptoms: In a randomised cross-over
controlled trial, 44 IBS patients consumed 3.5g of GOS
per day before breakfast for 4 weeks. The results showed
a nice bifidogenic effect, and also showed alleviation of
IBS symptoms with a change in stool consistency, and
improved flatulence.15
Feeding the 40: Understanding and Serving the Gut Health Market 7Opportunities:
How can food, drink and supplement brands capitalise?
Presented by Vicky Davies, Global Senior Marketing Director, FrieslandCampina
Consumers want to have their digestive health issues
proactively addressed through nutrition, especially food Get inspired: Pro-Digest for IBS
and drinks. Research shows that 56% declare regularly
seeking food and drinks that can improve digestive health
globally, against 48% in 2018.19
And, there are several ways that brands are already
capitalising in the market:
Convenience in the morning
Consumers tend to be more health oriented at breakfast
times, so there is a large opportunity around breakfast to
offer convenient, functional health products in the
morning.
Better for you snacking
This is a trend that has been around for many years now.
Snacking on functional health products for a guilt-free To help inspire your product development, check out
treat continues to be popular. Formats such as bars are the BiotisTM PRO-Digest for IBS application suggestion.
now incorporating different types of ingredients, including
prebiotics and probiotics, that will deliver the benefits that It is GOS powder that can easily be incorporated into a
consumers are looking for in areas such as digestive daily diet, next to a meal or on the go.
health.
PRO-Digest for IBS provides a good gut feeling and
Ingredient claims driving appeal enables consumers to keep their dietary freedom.
Consumers want transparency on what is delivered to
them. They will check the packaging, as they are much Learn more about how you can create an application
more educated about what they are putting in their body. for your brand at: https://www.biotis.com/gut-
In particular, they look for science-backed claims to health/
provide credibility, but they are also looking for the more
naturalness around the ingredients they consume.
Therefore, ingredients in front of pack coupled with clean
labels such as free from or natural claims will be
important.
Feeding the 40: Understanding and Serving the Gut Health Market 8References
1. Sperber et al. Worldwide Prevalence and Burden of Functional Gastrointestinal
Disorders, Results of Rome Foundation Global Study. Gastroenterology. 2021
Jan;160(1):99-114
2. Mearin et al. Bowel Disorders. Gastroenterology. 2016;150(6):1393–1407
3. Carco et al. Increasing Evidence That Irritable Bowel Syndrome and Functional
Gastrointestinal Disorders Have a Microbial Pathogenesis. Front Cell Infect
Microbiol. 2020 Sep 9;10:468
4. Qin et al. A human gut microbial gene catalog established by metagenomic
sequencing. Nature. 2010 Mar 4; 464(7285): 59–65.
5. Sekirov et al. Gut Microbiota in Health and Disease. Physiol Rev. 2010;90: 859–904
6. Pittayanon et al. Gut Microbiota in Patients With Irritable Bowel Syndrome-A
Systematic Review. Gastroenterology. 2019 Jul;157(1):97-108
7. Chong et al. The Microbiome and Irritable Bowel Syndrome – A Review on the
Pathophysiology, Current Research and Future Therapy. Front Microbiol. 2019; 10:
1136
8. James et al. Gut Microbial Metabolites and Biochemical Pathways Involved in
Irritable Bowel Syndrome: Effects of Diet and Nutrition on the Microbiome. J Nutr.
2020 May 1;150(5):1012-1021
9. Gibson et al. The International Scientific Association for Probiotics and Prebiotics
(ISAPP) consensus statement on the definition and scope of prebiotics, Nature
Reviews: Gastroenterology & Hepatology, 2017 vol. 14, p491
10. Hill et al. Expert consensus document. The International Scientific Association for
Probiotics and Prebiotics consensus statement on the scope and appropriate use
of the term probiotic. Nat Rev Gastroenterol Hepatol. 2014 Aug;11(8):506-14
11. Swanson et al. The International Scientific Association for Probiotics and
Prebiotics (ISAPP) consensus statement on the definition and scope of synbiotics.
Nat Rev Gastroenterol Hepatol. 2020 Nov;17(11):687-701
12. Walton et al. A randomised crossover study investigating the effects of galacto-
oligosaccharides on the faecal microbiota in men and women over 50 years of age,
British Journal of Nutrition 2011, vol. 107, p1466-1475
13. Wilms et al.Galacto-oligosaccharides supplementation in prefrail older and healthy
adults increased faecal bifidobacteria, but did not impact immune function and
oxidative stress. Clin Nutr. 2021 May;40(5):3019-3031
14. Krumbeck et al. Probiotic Bifidobacterium strains and galacto-oligosaccharides
improve intestinal barrier function in obese adults but show no synergism when
used together as synbiotics, Microbiome, 2018 vol.6, p121
15. Silk et al. Clinical trial: the effects of a trans-galactooligosaccharide prebiotic on
faecal microbiota and symptoms in irritable bowel syndrome. Aliment Pharmacol
Ther. 2009 Mar 1;29(5):508-18
16. Akbari et al. Galacto-oligosaccharides Protect the Intestinal Barrier by Maintaining
the Tight Junction Network and Modulating the Inflammatory Responses after a
Challenge with the Mycotoxin Deoxynivalenol in Human Caco-2 Cell Monolayers
and B6C3F1 Mice. J Nutr. 2015 Jul;145(7):1604-13
17. Teuri & Korpela. Galacto-oligosaccharides relieve constipation in elderly people.
Ann Nutr Metab. 1998;42(6):319-27
18. Huaman et al. Effects of prebiotics vs a diet low in FODMAPS in patients with
functional gut disorders. Gastroenterology 2018; 155:1004-1007
19. FMCG Gurus, 2020
Follow us on LinkedIn
and Twitter for latest
trends and insights
FrieslandCampina Ingredients
@Biotis_TM
Please visit www.biotis.com or email info@biotis.com
Potential consumer benefits are not to be considered as health claims. They should be considered as potential leads that might
be developed into health claims complying with the local legal requirements. The information contained herein is, to the best
of our knowledge, correct. The data outlined and the statements are intended only as a source of information. No warranties,
expressed or implied, are made. On the basis of this information it is suggested that you evaluate the product on a laboratory
scale prior to use in a finished product.
The information contained herein should not be construed as permission for violation of patent right.
The Netherlands Asia-Pacific China North America Latin America
Stationsplein 4 3 Temasek Avenue 2506, West Tower of 61 S. Paramus Road, Rua Fradique Coutinho
3818 LE Amersfoort #11-01 Centennial Tower Twin Towers Suite 535 30 – 6˚ – Cj. 61
The Netherlands Singapore 039190 B12 Jianguomenwai Ave, Paramus, NJ 07652, USA Condomínio Edifício WinWork
Tel: +31 (0)33 713 33 33 Tel: +65 6580 8100 Chaoyang Dist. Tel: +1 551 497 7300 Pinheiros
Beijing 100022 China 05416-000 São Paulo, Brasil
Tel: +86 10 6566 6099 Tel: +55 11 2395 1700You can also read
